The Right Way to Ask for Feedback: Best Practices for Accounting Firms 

Feedback is one of the most valuable tools an accounting firm can leverage—but only if it’s gathered intentionally and acted on strategically. In an industry built on relationships and trust, client insights can help you improve service delivery, deepen loyalty, and uncover opportunities for growth. 

But here’s the thing: asking for feedback isn’t as simple as sending a generic survey. The approach matters. Done well, it opens the door to meaningful conversations and better client experiences. Done poorly, it can feel transactional—or worse, be ignored entirely. 

Here’s how accounting firms can ask for feedback the right way. 

Why Feedback Matters 

Before we dive into best practices, let’s quickly revisit why feedback is so important for accounting firms: 

  • Improve Client Experience: Feedback gives insight into what clients value, where they see gaps, and how they perceive your team’s responsiveness and expertise. 
  • Enhance Services: Learn what’s working and what needs refinement across tax, audit, advisory, and other offerings. 
  • Strengthen Relationships: Clients appreciate being heard. A well-handled feedback process shows that you care and are committed to continuous improvement. 
  • Identify Referral Opportunities: Happy clients are more likely to refer others—but only if you know who they are. 

Best Practices for Asking Clients for Feedback 

1. Time It Right 

The timing of your request can make or break your response rate. Some ideal moments include: 

  • Immediately after a project wrap-up or deliverable (like tax season or a financial statement audit) 
  • Following an annual meeting or planning session 
  • As part of a periodic check-in (quarterly or annually) 

Avoid asking during busy seasons or when clients are dealing with their own deadlines. 

2. Be Clear About Why You’re Asking 

Set the tone upfront. Clients are more likely to respond if they understand that their opinion will be used to improve the client experience—not to check a box. 

For example: 

“We’re always looking for ways to improve our service and would love your honest feedback. It helps us better understand your needs and continue to deliver value.” 

3. Choose the Right Format 

There are many ways to collect feedback—choose the one that best suits your audience and goals: 

  • One-on-one conversations: Great for high-touch clients or those with long-standing relationships. 
  • Short surveys: Ideal for gathering feedback at scale. Keep it simple—no more than 5-7 questions. 
  • Net Promoter Score (NPS): A quick way to gauge overall satisfaction and loyalty. 
  • Email follow-ups: A more informal but effective way to open the door for insights. 

Make sure your method matches the tone of your brand—professional, respectful, and client-focused. 

4. Ask Thoughtful, Actionable Questions 

Instead of generic questions like “How are we doing?” focus on specifics: 

  • “Was our team responsive to your questions and concerns?” 
  • “Is there anything we could have done differently this year?” 
  • “What do you find most valuable about working with our firm?” 
  • “Would you feel comfortable referring us to others? Why or why not?” 

These types of questions open the door for real insights—not just yes/no answers. 

5. Make It Easy to Respond 

Whether you’re sending a survey or requesting a testimonial, simplicity is key. Avoid long, complicated forms. Make sure the request is mobile-friendly, and always include a clear deadline. 

Pro tip: Personalize the ask. Clients are more likely to engage when the message feels tailored rather than automated. 

6. Close the Loop 

This might be the most important step—and the one firms most often skip. If a client takes time to provide feedback, follow up. 

  • Thank them for their input. 
  • Let them know how you’re using their feedback. 
  • If appropriate, share specific changes made as a result. 

This reinforces trust and shows clients that you’re genuinely invested in improving their experience. 

Bonus Tip: Use Feedback in Your Marketing 

With permission, positive feedback can double as powerful marketing material. Client testimonials, quotes, or success stories can elevate your website, proposals, and social media. 

Even better? Pair feedback with a case study to highlight how your firm delivers real results. 

Final Thoughts 

Asking for feedback isn’t just about improving—it’s about evolving. For accounting firms looking to grow, enhance client relationships, and stay competitive, listening is one of the most powerful tools in your toolkit! 

At The Growth Partnership, we help firms like yours implement smart, client-focused strategies—from feedback loops and referral generation to full-scale marketing and growth plans.